Survey: Retailers Need Top-Notch Digital Properties, Now More Than Ever

Dan Haggerty Dan Haggerty
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Nearly half of shoppers aren’t going in-person this season

Retailers that are unable to offer flawless online shopping experiences could lose out on crucial revenue streams this holiday season.

Holiday shoppers have moved toward online shopping for years, and COVID-19 only accelerated that digital shopping migration. Many shoppers simply won’t risk in-store shopping. In fact, digital Black Friday spending this year surged nearly 22% to hit a new record, according to data from Adobe Analytics.

Earlier this year, Applause surveyed its global community about its holiday shopping plans. Over half of the 579 respondents said they do not feel comfortable shopping in physical stores because of COVID-19 — 47% responded that they will not shop in any physical store over the holidays.

In addition, 39% of respondents said they would likely abandon a brand that provides a poor or unsafe omnichannel shopping experience, such as BOPIS (buy online, pickup in store) or curbside pickup).

This infographic shows how Applause survey respondents value the digital shopping experience.

These results underscore the critical importance for retailers to provide a flawless digital experience that enables customers to engage for online or omnichannel shopping. Here are just a few of the questions that retailers should be able to address if they want to provide a great experience that keeps shoppers coming back:

  • Are shoppers enjoying a flawless end-to-end experience on your digital properties, including search, purchase and return?
  • Are your shopping cart abandonment rates low?
  • Are your omnichannel strategies (such as BOPIS and curbside pickup) avoiding significant points of friction, such as delivery notifications and operational readiness?
  • Are your loyalty programs rewarding customers properly?

Learn more about how Applause helps retailers ensure stellar digital experiences.

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